Techniques and actions for a company to develop the sale of the products and services by adapting, where necessary, the production and commercialization to consumer needs.

Marketing is considered as the first creative link that will lead to sales. In an environment increasingly changing, the marketing strategy is mobilized to retain a focused and solvent clients by providing economies of scale necessary for the success of the company. By advertising, marketing can also be used to create a portfolio of new customers without automatically seek a margin in the short term.
The marketing strategy aims to put the company in question in line with the implicit or explicit requirements of the market in which it operates. The foundations of the strategy are to discover and especially to influence the needs of potential customers and identify products and services. Political communication, advertising, promotion and organization of the sale of products is in turn the most visible part of marketing to the general public.
The rise of information technology and communications coupled with changes in consumption patterns (nomadism, mobility ...) leads marketers to rethink their campaigns by combining optimally different messages and channels.